Marketing in a Digital World

Edited by Varsha Jain (), Githa S. Heggde (), Russell Belk () and George Spais ()

in Springer Books from Springer

Date: 2026
ISBN: 978-981-95-6505-4
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Chapters in this book:

Brand Engagement Through Augmented Reality and Extended Reality

Purvi Makwana

Unlocking the Power of Augmented Reality: How AR Boosts Consumer Engagement and Purchase Intentions in Beauty E-Commerce Amid Perceived Risk

Archana Sarkar and Gaurav Rajput

The Role of Immersive Technologies in Contemporary Luxury Consumer Behavior: The Conceptual Framework and Research Agenda

Kush Mehta, Damini Goyal Gupta and Varsha Jain

Visualizing Cold: Uncovering the Sensory Visual Cues that Convey Coldness in Images

Nitya Kumari, Bibhas Chandra and Anugrah Narayan Shukla

Semiotic Codes and Brand Loyalty: Leveraging AI to Predict and Influence Consumer Behavior

V. N. Bajpai, Ashish Kumar Jha and Astha Shukla

Artificial Intelligence in Marketing Crisis Communication through a Socio-Technical System Perspective

Divya Ann Abraham, Shalini Upadhyay and Nitin Upadhyay

Generative AI and Insurance: Critical Determinants for Adoption Intention

Aman Pathak and Veena Bansal

Engagement of Visually Impaired with Chat GPT: Exploring their Lived Experiences with Assistive Technology

Bhavana Upadhyaya and Aparna Jha

AI-Enabled Creative Marketing for Eco-Friendly Campaigns

Arnaz Kaizad Wadia and Nupur Rawal

The Evolving Landscape of Digital Marketing: Job Outlook and Future Trends

Pushpendra Khandelwal

Politics of Gendered Beauty: Misrepresentations in Global Cosmetic Branding: Analysing the Discourses through Feminist and Social Constructivist Approaches

Romita Handa and Saurabh Das

Cinematic Cultural Products: The Role of Hindi Films in Nation-Building and Audience Engagement

Ravi Sehrawat and Sachin Bharti

Towards the Understanding of Vibe Marketing: The Conceptualization & Conceptual Framework

Kush Mehta, Nikhil Tiwari and Varsha Jain

The Untapped Potential: Addressing Marketing Constraints in Dhenkanal Cashew Production

Anil Kumar Pandey, Ranjana Singh, K. Poornima and Geevarathna

Variability Driven Consumer Segmentation (VDCS) Framework A Novel and Dynamic Consumer Segmentation Framework Using Real-Time Data

Ishaan Kapur and Varsha Jain

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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprbok:978-981-95-6505-4

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DOI: 10.1007/978-981-95-6505-4

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